Casting Derek Hough and Hayley Erbert to launch Team Parents, framing fatherhood as an equal half of shared parenting

Father's Day

[Campaign] [2025]

Momcozy built its foundation supporting mothers, with products and a community rooted in the truths of the maternity journey. As the brand evolves, it's shifting from being a mom supporter to being a support system for the whole family.

Momcozy key visual of a couple with their child at the kitchen counter

The problem is baked into the name itself. Between the branding, the category, and years of speaking only to mothers, Momcozy had no natural connection to fathers at all. Father's Day marketing usually plays it safe: dad jokes, grills, socks, beer. We wanted something with more depth.

Derek Hough playfully nibbling his baby's foot

Derek Hough holding his baby wearing orange headphones

The real tension is that society still expects fathers to parent the way mothers do, when the truth is mothers and fathers bring different strengths to the job. Where mothers often lead with protection, fathers tend to lead with exploration, which is why the room gets messier when dad's in charge. The kid is busy trying things out.

Hayley Erbert on the sofa lifting the baby overhead

Derek Hough kissing his baby by the window

That truth became the foundation for Team Parents, Momcozy's long-term platform celebrating the real, often unglamorous work of shared parenting. For Father's Day, we cast real-life married couple Derek Hough and Hayley Erbert. Derek is a longtime professional dancer and now a judge on Dancing with the Stars, and Hayley is a professional dancer on the show as well, where the two first met before marrying in 2023.

The couple walking through their living room with the baby

Hayley Erbert carrying the baby in a sling beside Derek Hough outdoors

The story stayed close to the ordinary routines that actually make up family life: feeding a child, comforting them, cleaning up the mess, showing up again and again. It framed fatherhood not as a supporting role, but as an equal half of the same team.

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